Pebble Time is now the largest Kickstarter ever, surpassing Coolest Cooler by $7.7 million.

Over 77,000 backers means Pebble might stand a chance against the big guns in the wearable world. Android Wear only secured 720,000 buyers in the second half of 2014, but the Apple Watch is expected to sell 10 million units in a year.

Pebble feels confident its product will still be able to compete in a niche corner, although CEO Eric Migicovsky doesn't see Pebble Time selling 10 million units any time soon.

Pebble Time features a new color e-paper display, offering a new palette to developers sick of black and white apps. Even with this color enhancement, the watch will feature seven day battery life.

A new software feature will sort notifications into past, present and future. Named Timeline, the service allows a more conventional way of reading emails and other updates instead of looking through all available notifications at once.

Pebble Time is available for $199 and the Pebble Time Steel can also be picked up on Kickstarter for $299.

The last few hours of the Kickstarter are happening right now. Afterwards, customers will need to wait for a few months before they can buy.